Pizza Hut’s latest TVC harks back to the1930s in a bid to represent outmoded perceptions that the restaurant solely sells pizza. The advertisement shows characters decked in 30s clothes who are rendered in black and white, yet living in the contemporary colour world. “We came from the creative idea that people who still think Pizza Hut serves only pizzas are outdated. The creative execution shows four friends stuck in the past- visually underlined by them being of the black and white era,” explained Anupama Ramaswamy and Simran Sahni, associate vice presidents and senior creative directors, JWT Delhi.
The ad begins with four friends dressed in early 30s era costumes arriving at Pizza Hut. The friend who is at the wheel goes to park the car, asking the others to order his ‘usual’. His friends enter Pizza Hut and are seated with the server asking them to try the new range. The friends are surprised to see a variety of food on the menu and as they try the new food they morph from their black and white personas into their modern selves. The film ends with the fourth friend, still in 30s clothing, entering Pizza Hut but unable to recognise his transformed friends.
The ‘All New Pizza Hut’ campaign will be promoted through a 360 degree marketing campaign with television, on-ground, digital and social media.
Client: Pizza Hut
Creative agency: JWT Delhi
Production house: Cutting Edge
Director: Sam Bryant